The Rise of MMM and Attribution

There's a lot of talk about MMM or econometrics in the market at the moment. These techniques are often described as almost like the opposite of attribution modelling, where which is very quick and sort of simple,. Sometimes deceptively simple. But you have another set of techniques that gives you a very quick read on things, but isn't necessarily all that accurate in terms of telling you the true impact of your marketing investment. So I guess we've got this view in the market that you've got MMM or Econometrics on one side, and attribution modelling, and that sort of thing on the other side. The discussion is starting to shift.